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Robert French, a communications professor at Auburn University in Alabama, has been lecturing about Beacon recently, and he said his students — nearly all Facebook users — were shocked to learn about Beacon.
One of the project's founders is Beacon's mayor, Steve Gold, who, while campaigning for a City Council position in 1995, asked residents what they liked best about Beacon.
Ms. Kadala found out about Beacon on Thanksgiving day when her News Feed told her that her sister had purchased the Harry Potter "Scene It?" game.
Facebook has also been meeting with advertising agencies in recent days and discussing their concerns about Beacon, according to one executive who was invited.
After more than 50,000 Facebook users signed a petition about Beacon that was initiated by the political group MoveOn.org Civic Action, Facebook changed its policy last Thursday so that users who ignored the warnings were considered to have said no.
Q: You were already asked about Beacon.
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This is why retailers are so jazzed about beacons.
"There's a lot of talk about beacons, but it's mostly been marketers trying to bring you to the toothpaste aisle," Dodge said.
"I like to think of it as not your father's Bluetooth," joked Faxas, addressing concerns about beacons draining battery life by comparing their usage to a 'paired' smartwatch or fitness band.
Not surprisingly, he had nothing but good things to say about Dia:Beacon, about his predecessor — and about Len Riggio.
The article about Dia:Beacon drew cranky mail, mainly critical of the art.
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